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Document:2858694 Teacher: LUIS FERNANDO CORREA CORREA College: INTERNATIONAL SCHOOL OF ECONOMIC AND ADMINISTRATIVE SCIENCES

Subject: MARKETING Course Program: BUSINESS ADMINISTRATION

E-mail: luiscc@unisabana.edu.co Type of Program: UNDERGRADUATE Area: BASIC

Credits: 5 Sessions: 4 Last Date of Update: 25/10/2013 Percent Complete:

JUSTIFICATION

Today`s marketing is all about building profitable customer relationship. It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers. If the organization does these things well, it will reap the rewards in terms of market share, profits, and customer equity.

Marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization. The marketing department cannot build profitable customer relationships by itself. Marketing is a company-wide undertaking. It must drive the company`s vision, mission, and strategic planning. It involves broad decisions about who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, and what partnerships to develop. Thus, marketing must work closely with other departments in the company and with other organizations throughout its entire value-delivery system to create superior customer value and satisfaction.

KEY FEATURES OF THE COURSE

This course:

• Define marketing and outline the steps in the marketing process.

• Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts

• Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

• Explain marketing`s role in strategic planning and how marketing works with its partners to create and deliver customer value.

• Describe the environmental forces that affect the company`s ability to serve its customers.

• Explain the importance of information to the company and its understanding of the marketplace.

• Understand the consumer market and the major factors that influence consumer buyer behavior.

• Define the three steps of target marketing: market segmentation, target marketing, and market positioning.

• Define product and the major classifications of products and services.

• Explain how companies find and develop new-product ideas.

• Discuss the importance of understanding customer value perceptions and company costs when setting prices.

• Explain why companies use distribution channels and discuss the functions these channels perform.

• Explain the roles of retailers and wholesalers in the distributions channel.

• Discuss the process and advantage of integrated marketing communications in communicating customer value.

OBJECTIVES

General objective

To empower the students to monitor the socioeconomic environment, the marketplace, the market segment, the competition and the customers in order to formulate the company´s

Marketing plan.

Specific objectives

•Define marketing and outline the steps in the marketing process

•Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts

•Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

•Explain marketing´s role in strategic planning and how marketing works with its partners to create and deliver customer value.

•Describe the environmental forces that affect the company´s ability to serve its customers.

•Explain the importance of information to the company and its understanding of the marketplace.

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COMPETENCES

To develop the critical reasoning process, and the analytical capacities.

To develop the capacity to monitor the environment.

To develop the prospect vision of any business.

To define marketing, and analyze its central concepts.

To develop fluency in English to deal with real life cases from existing companies.

To develop the capacity to monitor the environment

To develop a holistic approach to the definition of its business model

To be able to design and implement a competitive, sustainable and long term advantage.

To define marketing, and analyze its core concepts.

To enhance the student`s capacity to plan the future of the company.

To develop the marketing orientation of the students

To shape the customer orientation of the students

To develop the commitment of the students to create value to the customer

To be able to identify, define and apply the marketing process to a real life business

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